We’ve all heard that content is king. Sales content, personal content, marketing content, blogs, videos, podcasts, specific platform content, and all of the rest can be overwhelming. Let’s be honest, we’re sick of content. So why are we talking about it again? Because, like it or not, the truth is that content is critical to your digital marketing efforts. It helps tell us who you are, what you do, and most importantly why we should trust you and your business.
The problem is we’re sick of talking about it. Tired of the buzzwords and content trends that make writing a blog or making a video seem like ancient magic? Why can’t it be easier? The truth is it can be, and here are some things to consider that will help you make better content right now.
The Problem with Creating Value
Most content marketers will tell you the same thing. Your content needs to create value for your customers and prospects. It sounds good, right? But there’s a problem with this logic. How do we know what’s valuable and what’s not? Many people just look around them and see what others are doing. Is that the right approach? Honestly, it’s not.
The problem with determining value is that it’s honestly pretty subjective. It’s also not in our scope to decide what’s valuable for others. Think about a time you read a blog you found no interest or value in. Why was that? Maybe you weren’t the target audience, or maybe the author decided on the topic’s value. This is a common mistake in content marketing, but it’s actually very easy to remedy.
Reach out to customers and find out what they want to learn about. What topics interest them? This helps make sure your content is valuable to the people who matter, the audience.
What Content is the Right Content?
Video is incredibly impactful. Short snippets can be used to capture attention on social media and allow you to educate potential customers very quickly. On the other hand, the short video doesn’t have the capability to dive deeper into a concept like a blog. Podcasts actually enable you to channel out even further, utilizing interviews with industry leaders to help provide value and establish authority.
So, which one is right? All of them.
Choosing the type of content you want to create shouldn’t just be a matter of what seems to be trending. You need to consider your time, resources, and the ultimate purpose of this content. It also needs to reflect what you want to create. If you hate being in front of the camera, we’ll know when we see it. Experiment with forms, ask questions and take the time to make the right decision here.
How Much Do I Need?
How much content do you need for your business? This is another question without a definitive answer. Honestly, it depends on what you’re trying to accomplish. If you’re writing a blog to inform potential clients and establish your authority, then you probably want a regular flow of content while also giving people time to read and digest your articles. Twice a month might be ideal for you in that case. Maybe you’re making some videos with the intention to advertise and tell the story of your business instead. Those pieces could be scheduled more closely together, perhaps once a week.
The most important thing here is to match your content schedule and quantity to what it’s trying to accomplish.
Your Stingray Branding Team
As a business owner, a lot of things are on your plate. But not everything needs to be. While content strategy isn’t necessarily difficult, it does take time and a practiced hand to get the results you want. Our team of experts loves working with people just like you, helping them demystify the complexities of marketing, and putting a talented team to work for you. If you have questions about your marketing, or it’s time to take it to the next level, contact our marketing team today!
